INFLUENCE OF GLOBAL TRENDS ON MARKETING OF LOCAL PRODUCTS

9TH EDITION OF INTERNATIONAL DAYS OF MARKETING

MARRAKECH & GUELMIM, MOROCCO

FEBRUARY – MARCH 2013

MARTINA OLBERTOVA CONSULTANCY

Market Research

Marketing Strategy

Consumer Insight

Customer Experience

Brand Identity

Brand Activation

Etc.

MARTINA OLBERTOVA CONSULTANCY Simon Sinek 2012

Via

Strategic Research

Creative Data

Interpretation

Online Panels

Consumer Communities

Applied Semiotics

Brand Analysis …

Because I love doing what I do. That

is conveying understanding to others

to help them communicate better.

INTRODUCTION

Well, both…

• Global marketing trends are increasingly influencing marketing of domestic products on the local markets worldwide

• We are no longer speaking about national markets only, they’ve become globalized

• The key is not to protect local markets from globalization, but instead use global trends actively for better and smarter marketing of local products to both local and global consumer audience

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SO IS THIS ABOUT GLOBAL PRODUCTS ON LOCAL MARKETS? OR LOCAL PRODUCTS ON GLOBAL MARKETS?

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3 TRENDS OF GLOBALIZATION

Globalization

Localization

Glocalization

Successful marketing comprises all 3 courses.

1. Globalization as a source of information

2. Localization for adaptation of global products to local markets in a relevant way based on local consumer insight

3. Glocalization in and out – localization of global products and/or global marketing of local products

HOW CAN LOCAL PRODUCTS RETAIN THEIR VALUE ON GLOBALIZED MARKETS ?

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1 2 3Naturally built

long-term

brand-consumer

relationship

Relevance of the

product’s value

proposition in

relation to the local

market culture

High brand

awareness and

top-of-mind

recognition of

the brand on the

local market

Traditional

20th century

One-to-many model

Passive consumers

Product attributes & benefits

Use value

Consumption for utility

Products marketing

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GLOBAL CHANGES IN WAYS WE COMMUNICATE ON THE MARKETS

Most Recent

21st century

Many-to-many model

Active consumers (Prosumers)

Product values

Value of perception

Consumption for leisure

Consumer relationship & Experiential marketing

BIGGEST DIFFERENCE OF ALL…

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FROM ADVERTISING TOWARDS BRANDING

FROM COMMODITIES TOWARDS BUILDING RELATIONSHIPS

FROM RATIONAL ARGUMENTS TOWARDS RAISING POSITIVE EMOTIONS

WHY EMOTIONS? UHM…

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- easier to trigger- more consistent and

responsive to consumers

- more prone to be remembered after a longer period of time

BUT! DOWNSIDE OF GLOBALIZATION:

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• No real differentiation of products

• Homogeneity on the marketplace

• Oversaturation of marketplace &

Abundance of goods

• Paradoxically leading to lack of

incentives to consume

• Latest study shows 68% of U.S. adult

consumers declare “consumption is less

about the product and more about me” *

WHY THE CLUTTER? HOW TO BEAT IT?

Answer: Marketing based on reinforcing consumer’s own identity

via consumption of like-minded branded goods.* Consumers Seek Brand

Engagement, Personal Touches. MediaPost.comMARTINA OLBERTOVA CONSULTANCY

• GRASSROOTS EMPOWERMENT ESPECIALLY

THANKS TO THE RISE OF SOCIAL MEDIA

• OPENED WEB, INCREASING INCLUSION AND

COLLABORATION OF CONSUMERS

• BRANDS INCREASINGLY ABOUT PEOPLE WHO

CONSUME THEM (HUMAN-CENTRIC BRANDS)

• ACTIVE CO-CREATION OF BRAND CONTENTS

AND BRAND IDENTITY BY CONSUMERS

• CROWDSOURCING OF IDEAS AND CONCEPTS

DIRECTLY FROM THE CONSUMERS

• BRAND ADVOCACY, BRAND AMBASSADORS,

BRAND CONVERSATIONS AND BRAND LOVERS…

THIS RELATES TO SUCH GLOBAL MARKETING TRENDS AS:

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CZECH LOCAL EXAMPLE: KOFOLA

• Traditional Czech cola-based drink

• On the market since 1960

• Most successful re-birth of Czech brand

• Formerly “drink of the socialism”

• Ban on import of imperialist products

under the communism in Czechoslovakia

• After Velvet Revolution (1989) explosion

of imported products such as Coca-Cola

and Pepsi

• Kofola almost on the verge of close-down

• Now biggest soft drink maker in CEE

controlling 32 % of Czech market

HOW DID THAT HAPPEN?

• New vision for Kofola thanks to new CEO

Jannis Samaras (since 2002)

• Success based strongly on branding

• Retro feel: Past, but in a good way

• Based on a strong relevant local insight

• Emotions-based brand rising feelings of

nostalgia

• Strongly about local Czech consumers and

their memories of the past and childhood

• Creates emotional bond with consumers

through narrating their own stories of life

RECIPE FOR KOFOLA’S SUCCESS

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EXAMPLES OF KOFOLA BRANDING

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KOFOLA VS. COCA-COLA

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• Local drink with distinctive taste

• Unique brand proposition based on

nostalgia

• Strong local insight

• Reflecting local values and lives,

small mindset, little moments of

happiness together

• Timid feel, subtle execution

• “Still Together” proposition

• Togetherness for every day:

Ordinary drink for ordinary people

• Global drink with distinctive taste

• Brand proposition based on happiness

when consuming the product

• Strong global insight

• Reflecting American values of big

lifestyle and big defining moments

• Born to impress, drink of aspiration

• “Open Happiness” proposition

• Togetherness implying spending time

and sharing happiness with the loved

ones, but also with the world

Actively

Utilize

Global

Trends for

Marketing

of Local

Products

5 RECOMMENDATIONS FOR LOCAL PRODUCTS MARKETING

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Create

Unique Value

Proposition

of Your

Brand Based

on Strong

Local Insight

Get the

Consumers

Play the Game

With You.

Research,

Collaborate

and Have Fun!

Reinforce

Consumers’

Own Identity

via Their Self-

Identification

With Values of

Your Brand

Build and Foster

Long-Term

Brand-Consumer

Relationship and

Generate Topics

for Their Brand

Conversations

“People will forget what you said,

people will forget what you did,

but people will never forget

how you made them feel.”

Anna Farmery, The Engaging Brand

AND REMEMBER: (NOT ONLY IN MARKETING)

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00420 724 890 798

MARTOLBA@GMAIL.COM

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THANK YOU!

Feel free to contact me via

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